But guiding basketball’s growth in a country with the world’s second-largest population will be a tricky affair, requiring a grassroots effort and negotiating TV deals. Plus, this is a nation where cricket is king.

First of all, what was your reaction when you found out Sim Bhullar had been signed to a contract last week?

Our team was very excited. Sim signing with the Kings is great news, not just for him and his family, but for the Kings, the NBA and our fans in India.

We believe Sim’s story will inspire youth across India to play the game and generate more interest in our league. It’s important to note that our growth strategy in India is not anchored in having an Indian player in the NBA. We are focused on growing basketball at the grassroots level by providing coaches the tools to teach the game and building programs for youth to learn and enjoy the sport.

Would having a Desi (player of Indian heritage) on an NBA team help basketball’s popularity in India? Or do fans just appreciate good basketball, no matter where the players are from?

There is no doubt that having an Indian NBA player would help accelerate basketball’s popularity and interest in the NBA. An Indian player would be a fantastic role model and inspiration to youth across the country. That being said, fans in India appreciate great talent, whether the player is Indian or not. Players such as Kobe Bryant and LeBron James are enormously popular here.

How difficult a road is it for NBA and basketball to gain popularity in India? Cricket, for example, is so popular, and (field) hockey is also played in many regions.

There is fantastic opportunity for our sport in India. We have a long-term commitment to the market and are encouraged with the rapid growth we have seen. The NBA has hosted more than 500 grassroots events across 10 cities since 2008, and last season aired a record 14 live games per week on Sony Six. The biggest challenge we have is keeping up with demand. We run a number of grassroots programs, such as the Reliance Foundation Jr. NBA program, which focuses on increasing participation in schools and promoting healthy, active lifestyle to youth. Last year, the program engaged more than 140,000 youth from 225 schools across three cities. This year the program will expand to eight cities, with the goal of engaging 750,000 youth across 1,000 schools.

The explosion in media platforms in India also provides us an opportunity to make the NBA more accessible to our fans. We have a partnership with Sony Six, one of the largest sports broadcasters in India. We focused on creating appointment viewing where fans can tune in to Six every morning during the season and watch live, entertaining NBA basketball. And it really worked — over 50 million viewers tuned in to NBA programming last season and our average game viewership grew by over 300 per cent over the previous season. We are also distributing content and engaging fans via localized digital and social media assets in India.

Where does basketball rank in popularity?

According to the Basketball Federation of India, basketball is the second-fastest growing sport here behind soccer among both boys and girls. Viewership of our games is second only to the English Premier League in non-cricketing sports.

Approximately one million fans from India follow the NBA on social media. We have seen a 450 per cent increase on Facebook year over year, and India is No. 5 on the list of countries following the NBA on Twitter outside the U.S.

Do you think basketball ever has a chance of displacing cricket as No. 1? Or is aiming for soccer/hockey a more realistic goal?

Cricket is and will continue to be India’s No. 1 sport. However, the passion for cricket — especially in the T20 format — demonstrates that there is a hunger for sports and entertainment in India and a huge opportunity for basketball and the NBA. We believe the investments we are making coupled with our comprehensive approach to growing the game and our fan base put us in a great position to compete for the No. 2 position.

Is the biggest reason the NBA’s interested in India simply the size of the market?

The game of basketball is perfectly suited for India, as it’s easy to play, inclusive and requires little space. The NBA is poised for significant growth in India due to an expanding middle class, growth in appetite for sports entertainment and our pop culture appeal. We see tremendous long-term potential for basketball and the NBA in India.

How many people play basketball in India on either an organized or casual basis?

At this time, it is difficult to pinpoint an exact participation figure. Basketball is widely played in schools and colleges across urban India. This has provided us a great foundation to build upon. We have seen participation in the NBA’s grassroots programs double over the last two years.

What region or city is basketball most popular in and why?

There are several regions in India where basketball is popular. Some of the best talent in India is coming from the state of Punjab in the north. Punjab houses several strong academies, which has produced many players for the Indian men’s national team. The city of Chennai, which is where basketball was first introduced in India at a YMCA, has a fantastic college basketball culture. Also, the state of Kerala, in southern India, has a well-organized system of school basketball, with many schools having very good infrastructure for the sport.

How many NBA games are available on TV in India?

This past season, Sony Six aired two live games back-to-back every day — a record 14 live games a week. We partnered with Sony to create a campaign called ‘NBA Mornings on Six’ in which we promoted daily appointment viewing.

What is more effective: Grassroots efforts like building basketball courts? Or NBA star tours, like when Chris Bosh visited?

Both are important and part of our comprehensive approach to the market. Basketball programs and facilities are needed to teach children to play and provide more access to the game. Over 30 former and current NBA and WNBA players have visited India since 2006. These players serve as great role models for local coaches and players and create significant publicity for our efforts here.

What city are you in?

The NBA’s office is located in Mumbai, which opened in 2011. We currently have a team of seven people dedicated to growing basketball and building our fan base.

How did you develop your interest in basketball?

I actually first developed an interest in the game watching the NBA on TV in India in the 1990s. I fell in love with the speed and athleticism of the game and started playing it regularly in college. Our great players and teams of that decade instilled in me a lifelong passion for basketball, and I know that we will similarly inspire millions of youth in the country through all our efforts here.

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